By Mark Sweney: Google (NSDQ: GOOG) is today launching its first major advertising campaign in the UK as part of an international marketing push designed to win over users of Microsoft (NSDQ: MSFT) products.

The US search engine giant, which has famously built its global business using little to no advertising, has launched its biggest ever international ad campaign running across six countries using the strapline “Gone Google”.

This campaign is being run by Google Enterprise – the division which houses products for business use, Google apps such as Google Mail, Google Docs, calendar, Google Maps and Google Earth and digital security services – and marks a push by the online giant to take a share of Microsoft’s office services market.

The campaign line “Gone Google” refers to the 1.7 million businesses that the company claims have embraced its services.

“It is the first and very highly visible integrated ad campaign that we have run,” said Dave Armstrong, head of marketing for Google Enterprise for Europe, Middle East and Africa. “Gone Google is a concept that we are at a tipping point where you [businesses] need to move to a new model. Look at how Google has brought products to the enterprise market, we have done it differently than some of the other competitors out there.”

The ads use straplines that aim to convince readers of the superiority of Google’s products, such as “Day 9: Email inbox is full. Grrr!!! Go Google?”, and “Day 15: Attaching documents is so 1990s. Go Google?”.

The campaign consists of 21 different ads that will run over 28 days. The UK campaign will run across media such as outdoor billboards, digital locations in train stations including Paddington and Liverpool Street, and print ads in titles such as the Economist and Daily Telegraph. An online campaign will run across websites including Silicon.com, FT.com and Times Online.

Armstrong said that the campaign aimed to play on the “frustrations that users and IT teams face everyday”.

“The campaign tells a story over 28 days,” he added. “We are trying to expand the awareness of how we can overcome those issues.”

A spokesman for Google UK said that the company had never before run such a high profile campaign, just the odd small ad push in targeted trade magazine titles and websites.

Google has piggy-backed other advertisers’ campaigns, particularly those of mobile phone makers and networks, keen to show off the internet capability of services.

In 2006 Google went on TV for the first time in the UK courtesy of a British Airways ad campaign that showed a reference to Google Earth.